Experiential Johnnie Walker store to open in Edinburgh this summer

Diageo is opening a Johnnie Walker store in Edinburgh this summer.

The retail space at Princes Street will be the brand’s biggest to date and be part of an eight-floor whisky visitor experience.

As well as selling whisky, the store will sell a range of exclusive branded apparel and accessories, including sustainably sourced clothing, home accessories and bar tools. Customers will also be able to purchase highball ingredients and cocktail kits to create their favourite Johnnie Walker serves at home.

The store, designed by brand innovation studio Dalziel & Pow, will also offer visual theatre, storytelling and experiential moments.

A personalisation area will allow visitors to customise their bottles thanks to engraving and bespoke label printing services, while guests will also be able to bottle their own exclusive liquid only available at the Edinburgh shop.

Elsewhere, whisky enthusiasts can check out a range of Scotland’s rarest and whiskies in a section of the store featuring bottlings from Johnnie Walker’s Four Corner distilleries.

The store will also be home to an interactive flavour experience which will see customer’s preferred tastes and scents matched to their perfect whisky profile.

“At Johnnie Walker Princes Street, we want our visitors to begin their immersive storytelling experience from the moment they walk through our doors,” said Greg Klingaman, Diageo’s Global Retail Director.

“Our whisky emporium will be the first and last point of their journey with us, which is why we’ve taken so much care and attention to the design of the space. This is whisky retail like you’ve never seen it before, and we can’t wait to share it with our visitors once we open the doors.”

“As well as offering our visitors a truly memorable, immersive shopping experience, we’re also delighted to bring a new retail offering to the iconic Princes Street. There’s never been a shop, never mind a whisky store, like this in Edinburgh’s city centre, and we’re proud to introduce this new modern retail concept to the city.”